• by Danielle Oster , Yesterday

A pair of new ads from the NFL Shop, the league’s online store for officially licensed merchandise, is all about elevating the role of fans.

Two new ads in the “Fan Like A Pro” campaign -- “Anticipation” and “In the Lineup” --  position fans alongside NFL stars, as well as U.S. Women’s Flag National Team star Ashlea Klam, in a first for the league.

The approach both suggests fans’ importance to the game -- noting that they’re “part of the lineup” -- and showcases the variety of merchandise NFL Shop offers to fans of all kinds. In addition to Klam, NFL stars Amon-Ra St. Brown of the Detroit Lions, Keon Coleman of the Buffalo Bills, Christian Gonzalez of the New England Patriots, DeAndre Hopkins of the Baltimore Ravens, Jordan Mailata of the Philadelphia Eagles, and Ricky Pearsall of the San Francisco 49ers appear in the campaign. 

“Anticipation” and “In the Lineup” made their debut Sept. 29.

The campaign was shot by Brooklyn-based director Hannah Hussein, who recently shot a music video for rap duo Clipse. It also features the work of celebrity stylist Tiffani Williams, who outfitted more than 60 fans for the campaign, as well as players and influencers.

“Fan Like A Pro” is running across broadcast and cable TV, streaming platforms, social media channels, and in international outlets. 

The campaign represents the first work from agency Yard NYC, after it won the account in  May. Yard NYC told Marketing Daily that the agency is working on a project basis, with an assignment encompassing the 2025-2026 and 2026-2027 NFL seasons.

In a statement, Yard NYC CEO Ruth Bernstein said each ad in the campaign “captures a specific element of being a fan.”

“Whether it’s the anticipation of a big game, or the fun of family game day – it’s all about celebrating the role real fans and their style play in the NFL,” she added .”And who better to speak to it than the players themselves.”